Methods and systems for bidding and acquiring advertisement impressions

Abstract

A cost-per-second (CPS) based technology for Internet advertising is introduced. In one embodiment, the systems and methods described herein improve efficiency and efficacy of Internet based advertisements. Efficiency is improved by making advertisements relevant to the user; decreasing loss or waste in advertisement space and opportunity for the publisher; and displaying advertisements only for an appropriate duration and being charged according to actual duration for the advertiser. In embodiments, the cost for a certain branding effect can be measured and used with higher accuracy. In embodiments where multiple advertisements are shown simultaneously or at various timings, the technology introduced here provides unique bidding models to allow an advertiser to bid for advertising space, of an advertisement display. The bidding models incorporate bidding based on CPS, a function of CPS and cost-per-click, effective CPS, etc. Conversion models for comparing advertising schema using traditional and newly introduced models are also disclosed.

Description

CLAIM OF PRIORITY[0001]This application claims the benefit of Japanese Patent Application No. 2011-197718, filed Sep. 9, 2011; U.S. Provisional Application Ser. Nos. 61 / 540,164, filed Sep. 28, 2011; 61 / 568,594, filed Dec. 8, 2011; 61 / 600,380, filed Feb. 17, 2012; 61 / 615,834, filed Mar. 26, 2012; and 61 / 635,819, filed Apr. 19, 2012, and is a Continuation-in-Part of U.S. patent application Ser. No. 13 / 324,325 filed on Dec. 13, 2011; U.S. patent application Ser. No. 13 / 477,981 filed on May 22, 2012; U.S. patent application Ser. No. 13 / 478,020 filed on May 22, 2012; U.S. patent application Ser. No. 13 / 540,528 filed on Jul. 2, 2012; U.S. patent application Ser. No. 13 / 540,538 filed on Jul. 2, 2012; U.S. patent application Ser. No. 13 / 570,831 filed on Aug. 9, 2012; and U.S. patent application Ser. No. 13 / 605,915 filed on Sep. 6, 2012, and is related to co-pending U.S. Provisional Application No. 61 / 699,143 filed on Sep. 10, 2012, all of which are incorporated herein by reference for all p...

AI Technical Summary

Benefits of technology

The patent describes a method for processing and acquiring advertisement impressions through an auction. The method involves determining the potential cost of each impression based on a cost-per-second model, and bidding on the impressions based on the potential cost and the overall campaign progress score. The technical effects of the patent include improved advertisement targeting and increased efficiency in advertisement campaigns.

Problems solved by technology

There exists a problem that the user or users' attention towards advertisements will not sustain for long period if the advertisement is uninteresting or irrelevant to them.

In other words, if the advertisement is uninteresting to the user, the user will only watch a few seconds of the advertisement, or none of it in the worst case.

This is a wasted advertising opportunity for the publisher of the page, loss in efficiency or efficacy of the advertising for the advertiser, and overall loss in realizable revenue for both the advertiser and the publisher.

A low CTR would mean that when selling direct response advertisements, useless advertisements that do not generate value are shown repeatedly to the user, thus reducing the overall advertising efficacy for both the publisher and the advertiser.

This results in significant loss of opportunity.

Such a CPM model does not take into account critical factors such as an amount of time for displaying advertisements, etc.

This results in the advertisers never knowing for what period of time (total number of seconds) the advertisement had a branding effect for the user, and in effect, blindly placing advertisements based on page views without any realization or consideration for what type of a branding effect or other ROI the online advertising campaign provides.

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